HTC recently announced a decision to take its marketing approach for its products into a different direction.

The company will now embrace the competitive nature of the smartphone market and ditch its "quietly brilliant" approach by taking Apple and Samsung head on.

"We're changing the culture within HTC. Our culture has always embraced this 'quietly brilliant' mentality, which meant the good things about being humble," HTC's Global President of Sales, Jason Mackenzie, told Fierce Wireless.

"We're embracing that we need to be a challenger. HTC is a company fighting against two of the biggest companies in the world, Apple and Samsung, who have a lot of resources," he added. "So we're embracing that."

HTC recently introduced its new flagship One smartphone to the public, which the company already seems to be having issues with.

HTC ran into production problems with two components for the smartphone, including the camera module and the voice coil motor, according to YouMobile.org.

HTC now plans to ship just 1 million units of the One smartphone in the next two months due to the shortage. HTC might also push the actual release date back in order to have the right supply ready for that day and meet the demand without any unsatisfied customers.

This could be a hidden blessing for HTC, as the company would not want to be overshadowed this week's Galaxy S4 unveiling scheduled by Samsung for March 14. The HTC One will function as the company's new flagship device and could give the company a significant boost after lackluster sales with past handsets.

Specifications for the HTC One include a 1.7GHz quad-core Qualcomm Snapdragon 600 processor, 2GB RAM, a 2300 mAh battery, NFC, Bluetooth 4.0, LTE and some major improvements made to the camera specs. The smartphone will be available in both 32GB and 64GB versions and will come in silver and black variants.

It also comes with an 8-megapixel "Ultrapixels" camera that brings major improvements to low-light performance and optical image stabilization. The shooter provides "enhanced 360" panorama, time sequencing, and object removal along with an ultra-wide angle front-facing camera with 1080p capture.